In a world dominated by stark white broadsheets, two titans of the financial press – The Economic Times (ET) and the Financial Times (FT) – stand out with their signature salmon pink newsprint. This unique color choice, far from being a random quirk, has a rich history and strategic purpose. Let’s delve into the fascinating reasons behind these newspapers’ rosy complexions.
Standing Out From the Crowd
Imagine a crowded newsstand in the late 19th century. Dozens of black and white newspapers vie for your attention.
This was the landscape when the Financial Times (founded in 1888) entered the scene. In 1893, just five years after its launch, the FT made a bold move – printing on a pale pink paper. Their reasoning was twofold:
- Differentiation: The primary goal was to stand out from the competition, particularly the established “Financial News.” A distinct color offered instant recognition and brand recall.
- Cost-Effectiveness (Initially): Back then, unbleached paper, which resulted in the light pink hue, was marginally cheaper than the fully bleached, bright white paper used by most newspapers. This offered a slight cost advantage in the early days.
This seemingly minor decision proved to be a masterstroke. The pink color became synonymous with the FT, instantly recognizable by business professionals worldwide. Studies have shown that color plays a significant role in brand recognition.
A [study by the University of Loyola Chicago] found that color increases brand recognition by up to 80%. In the crowded newspaper market, the FT’s pink became a powerful branding tool, attracting readers and establishing a unique identity.
The Economic Times of India, launched in 1961, followed suit with pink newsprint decades later.
While the exact reasons behind the ET’s choice remain unclear, some speculate it was inspired by the FT’s success and a desire for a distinct identity in the burgeoning Indian financial journalism space.
Regardless of the origin story, the pink color undoubtedly helped the ET carve a niche and gain recognition amongst Indian readers.
Beyond Branding: The Allure of Tradition
The cost advantage of pink paper is no longer relevant today. Bleached white paper is readily available, and the dyeing process for pink paper incurs additional costs.
So, why do the FT and ET continue with their signature pink?
The answer lies in the power of tradition. The pink color has become an integral part of these newspapers’ identities.
It’s a visual shorthand for quality financial journalism, trusted by generations of readers. Changing the color now would risk alienating loyal readers and potentially damage brand recognition.
Furthermore, the pink color has transcended its original purpose and become a symbol of heritage and prestige. It’s a mark of distinction in the financial press, a conversation starter, and a point of pride for both publications.
There’s also a touch of psychological influence at play.
Pink is often associated with calmness and professionalism, qualities that resonate with the target audience of these financial newspapers.
The Future of Pink
The media landscape is undergoing a significant shift. Print readership is declining, with many consumers turning to online news sources. However, both the FT and ET have successfully adapted, establishing robust digital presences while maintaining their print editions.
The question arises:
Will the pink paper survive in this digital age?
The answer seems to be a resounding yes. Both newspapers recognize the importance of their online presence, but they haven’t abandoned print entirely. The pink paper remains a powerful branding tool, readily recognized and associated with quality journalism.
While online advertising dominates the media landscape today, newspaper advertising still holds a niche. According to a PwC report, print ads can be particularly effective for reaching specific demographics or local audiences. For businesses targeting financially savvy readers, an ad in the pink pages of the FT or ET can offer valuable brand exposure and credibility.
The pink paper might not be the primary news source for everyone anymore, but it retains a loyal following and acts as a tangible reminder of these publications’ rich heritage. The color serves as a bridge between the traditional and the digital, ensuring the continued relevance of these financial giants.
A Rosy Outlook for the Future
The pink paper of the FT and ET is more than just a color choice; it’s a strategic decision that has served these publications well for over a century. It represents brand differentiation, tradition, and a commitment to quality journalism.
As the media landscape continues to evolve, the pink hue is likely to remain a distinctive mark for these newspapers, ensuring their continued success in the digital age.